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Speech and Text Analysis in Marketing Communication

Seminar (14266.0005)

          Instructor: Prof. Dr. Werner Reinartz

          Date: Tuesday, May 04th  
          Time: 10.00 am - 2.00 pm

          Deadline for presentation and term paper (via email to
          Date: Thursday, June 24
          Time: 23:59 midnight

          Date: Friday, June 25
          Time: 9.00 am - 4.00 pm

Before registering, please make sure that you can attend at all course dates. Attendance at the kick-off session as well as during presentation is mandatory to pass the course.

IMPORTANT: Please note that participants admitted to the Bachelor seminar must register for the exam in Klips by April 10th, 2021, (23:59 hrs) already! Failure or delay in exam registration will result in exclusion from the course. 



The examination consists of two parts:

  • Academic paper on a specific topic (seminar thesis),
  • Presentation and discussion of seminar topics.

Students are jointly evaluated on their seminar thesis, presentation and participation. 

Die Prüfungsleistung besteht aus zwei Teilen:

  • Wissenschaftliche Arbeit über ein bestimmtes Thema (Seminararbeit),
  • Präsentation und Diskussion der Seminarthemen.

Studierende erhalten eine Gesamtnote basierend auf ihrer Seminararbeit, ihrer Präsentation und ihrer Beteiligung. 


Digital Readiness: Measurement and Management

The objective of this seminar is to initiate the practical experience of literature analysis and synthesis for marketing bachelor students. Towards this end, we focus on the subject of speech and text analysis in marketing communication. When considering the large and rising volume of spoken and written text in customer-service and sales environments, in print, audio and video advertisements, in collateral, and in social media reviews it is of value to understand which communication patterns, formats, and styles are effective. In order to understand the effectiveness of different communication methods, it is critical to analyze the respective factors of influence. For example, with respect to speech and text analysis, one could ask, e.g.: Why are some tele-sales agents more successful than others? Why do some service employees provide more satisfying assistance to customers? Why is a specific advertisement or a written customer review more influencing compared to other ones?


Importantly, the writing of a scientific paper will prepare students for the requirements of a bachelor thesis. Also, the seminar serves to develop the students' within and cross group communication skills. We consider active participation in the course and the lively exchange of information among the students to be important prerequisites for the training of these skills.

The expectation from the seminar participants is to work on the above digital transformation topic, a high level of motivation, and the willingness to perform in a team. Each team of about 3-4 students will run its own literature analyses, write a report, and present the results to the entire class.

The course will be conducted in form of a block seminar and intense group work. There will be four elements to the competence development.

Introductory session

At the beginning, there will be an introductory session. On this date, the topics will be assigned to each group. The instructors will also suggest potential research articles for the presentation. After that, there will be an introduction on how to work scientifically and the guidelines for the term paper and presentation will be discussed.

Block seminar presentations

The presentations will be held during a 1-day block seminar. On this day, each student group will present one research article that is central to the respective research topic. Presentations should be composed and held in German or English. It should be the result of a collaborative effort and it must be internally consistent.

Term paper

In addition to the presentation, each group has to hand in an academic term paper.  For introductory purposes, the instructor will provide some initial readings for each seminar topic in the introductory session. Apart from that, further research, especially in international journals, is expected. The length of the term paper should be about 8-10 pages per group member. The term paper should be the result of a collaborative effort and it must be internally consistent.  It is therefore absolutely vital that each individual section is properly incorporated into the final term paper. The term paper can be written in English or German.

Supervisor meetings

During the term, each group has the opportunity to schedule 2-3 meetings with the supervisor to discuss their progress and potential questions.


Introductory Session:   

Tuesday May, 04, 10.00 am - 2.00 pm

Student Presentations:

Friday, June 25, 9.00 am - 4.00 pm


Presentations (Power-Point-/PDF-file) and term paper (Word/PDF-file) have to be handed in via e-mail by June 24, 23:59 noon the latest.

Beurteilungsschema (Bewertungsmethode, Prüfungsmodus)

The examination for the seminar consists of the following parts:

  • Writing of a term paper (group task)
  • Presentation of the term paper (group task)

The grade consists of two parts: term paper (50 %) and presentation (50 %). Both parts must be passed in order to successfully complete the seminar.